The secrets and success behind Muller Corner’s recent OOH campaign and the impact of larger-than-life product advertising.
I can’t stop thinking about yoghurt.
You already know the one I’m talking about. That one with the corner?
‘It could only be Müller Corner’ was a 2022 series of out-of-home posters created by VCCP and photographer Colin Campbell. This campaign marked Muller’s 30-year anniversary in the UK – and it really packed a punch. Kantar’s Head Of Creative Excellence, Lynne Deason states:
“…This OOH ad from Müller is very single-minded, an important ingredient of effective advertising, focusing on how delicious and desirable the product is alongside its distinctive and highly recognisable corner pot design,”.
The campaign featured in the top 15% of all UK OOH ads in Kantar’s database – congratulated for both its ‘stopping power’ and branding.
When it comes to creative execution, it’s this kind of work that gets me excited. It shows the bravery you can operate at when you establish a brand, and the trust and understanding relationship between both client and agency.
Sometimes we over-engineer concepts, wanting to tick all the boxes instead of the most important – will you be remembered?
Well, the amount of space this yoghurt advertising is taking up in my brain is unmatched. I can picture the billboard perfectly – I see the work – I see the product – I think “mmm must pick up some of those on my way home.”
90% of the information we absorb is visual and it takes 13 milliseconds for the brain to process an image– that’s 60,000 times faster than it takes to process text!
There’s a reason why these larger-than-life product positionings work so well – from Guinness to McDonald’s – the power of imagery is unmatched, but when we think of FMCG marketing, this is the optimal space to activate this approach.
Long-term visual memory, unlike long-term verbal memory, appears to have virtually unlimited capacity – with little to no deterioration of recall over time.
80% of people remember what they see, compared to the 10% who remember what they hear and the 20% who remember what they read.
Brands don’t always have to find something new to say to create effective advertising. “Reminding people of what they love about your product, in an eye-catching and original way that works effectively in the context in which the ad will be experienced, can be a great strategy,” Kantar’s head of creative excellence Lynne Deason explains.
When it comes to advertising, the world really is our canvas.
Keep it big. Keep it bold. Keep it simple.
